ETHICAL ISSUES IN ADVERTISING

The Problem Faced By The Consumer Due To The Unethical Ad's......

2. SIDDHALI NEVREKAR
DHANASHRI PANCHAL
AISHWARYA PATIL
MOKSHADHA PALANDE
NEESHA PATHAK

3. INTRODUCTION
• In this era of globalization and deregulation,
advertising has acquired a new status.
•As a matter of fact, advertising creates
employment opportunities, provides
information regarding the developments taking
place in the society, contributes to economic
growth, and provides information about
products and services available in the market
which helps in taking buying decisions.

4. Ethics Is A Branch Of Philosophy Which
Seeks To Address Questions About
Morality; That Is, About Concepts Such
As Good And Bad, Right And Wrong,
Justice, And Virtue.
WHAT IS ETHICS IN ADVERTISING ?
Ethics In Advertising Means A Set Of
Well Defined Principles Which Govern
The Ways Of Communication Taking
Place Between The Seller And The
Buyer

5. HOW ETHICAL ISSUES ARISE IN ADVERTISING
An advertisement of Nestle India Ltd (Maggie healthy
soup) claimed that “Happy Heart” “Healthy Soup”.
The claim created an impression that consumption of
Maggie soup leads to better heart and health, while on
testing by independent agency, it has been found that it
contains high levels of salt which releases sodium into
body which in turn, causes hypertension and high blood
pressure instead of good heart and health.
Therefore, on complaint, ASCI declared the
advertisement as case of misleading by implication and
ambiguity. Therefore, Nestle India Ltd assured ASCI to
modify its advertisements.

6. Advertisement is considered unethical in the
following situations:
o When it has degraded or underestimated the
substitute or rival's product.
o When it gives false or misleading information on
the value of the product.
o When it fails to give useful information on the
possible reaction or side effects of the product. And
o When it is immoral.

7. Honesty
Decency
Social Responsibility
Truthful Presentation
Comparisons
Imitation
Safety And Health
Avoidance Of Harm
Environmental Behavior

8. ADVERTISING AND UNTRUTHFUL OR DECEPTIVE
General mistrust of advertising
among consumers. Many do not perceive
ads as honest or believable
General mistrust of advertising
among consumers. Many do not perceive
ads as honest or believable
Abuses involving sales promotions such as
contests, sweepstakes, premium offers
Abuses involving sales promotions such as
contests, sweepstakes, premium offers
Unethical and/or deceptive practices
involving mail order, telemarketing and
other forms of direct marketing
Unethical and/or deceptive practices
involving mail order, telemarketing and
other forms of direct marketing
Internet scams and abusesInternet scams and abuses

9. Exaggeration
Misuse Of Testimonials
Misrepresentation
Free Gifts, Discount
and Contests
Total Lies
Unhealthy Brand
Comparisons
Surrogate
advertisement
Use of children in
advertising

10. Using False Claims In The Advertisements About
The Product.
Example :- Ghari Detergent - “Pehle Istemaal
Kare Phir Vishvaas Kare.”, Tide Detergent –
“White Ho To Tide Ho.”, Vim Liquid – “One Drop
Challenge”
White ho to
Tide ho.
One Drop Challenge Pehle Istemaal kare phir vishvaas
kare

12. Testimonals Is Statement Given By A Popular
Personality Claiming The Superiority Of The
Brand..
Example :– Ad Of Soaps, Cosmetics, Food
Products, etc..

16. Advertiser’s Mostly Fool The Innocent
Customers Through Free Gift’s, Discount Sale,
And Contests…
Example –
Buy One Get One Free,
Flat 50 % Discount,
Weekly Lucky Draw Contests..

18. It Includes Advertisements Of “Energy Drinks” Which
Tells Us About The Number Of Vitamins And How
They Help Children To Grow Strong And Tall And
Also It Includes Advertisements Related Making A
Person Slim Through Drinks & Belts
There Is No Way Of Verifying These False Claims.
Example :-Horlicks, Complan, Tiger biscuits..

19. Nowadays Advertisers Are Engaged In Unhealthy
Brand Comparison With The Help Of Advertising.
Such Comparisons Create Problems And
Confusions For The Right Choice Of The Product As
Far As Audience Are Concerned.
Example :- Colgate and Pepsodent Toothpaste.

20. Rin Vs Tide
Complan Vs Horlicks
Coca cola Vs Pepsi

21. Surrogate Advertising Is Prominently Seen In Cases
Where
Advertising A Particular Product Is Banned By Law.
Advertisement For Products Like Cigarettes Or
Alcohol Which Are
And Injurious To Heath Are Prohibited By Law In
Several Countries Hence These Companies Have To
Come Up With Several Other
Products That Might Have The Same Brand Name And
Indirectly
Remind People Of The Cigarettes Or Beer Bottles Of
The Same
Brand Common Examples Include:
Fosters And Kingfisher Beer Brands, Which Are
Often Seen To
Promote Their Brand With The Help Of Surrogate
Advertising

23. Children Are Easily
Persuaded And Have A
Large Pull On Today's
Markets, As Is Known By
All Advertisers, Even
Ones Who Do Not Intend
For Their Products To Be
Consumed By Children.


24. Children's TV Watching BehaviorChildren's TV Watching Behavior
Children ages 2-11
watch an average of
22 hours of TV per
week and see 30,000
commercials per year
Children ages 2-11
watch an average of
22 hours of TV per
week and see 30,000
commercials per year
80% of all advertising
targeted to children
falls in four
product categories:
Toys, cereal, candy &
fast food restaurants
80% of all advertising
targeted to children
falls in four
product categories:
Toys, cereal, candy &
fast food restaurants

25. The Children’s Market Where Resistance To Advertising
Is Weakest Is The “Pioneer For Ad Creep”.
” Kids Are Among The Most Sophisticated Observers Of Ads.
They Can Sing The Jingles And Identify The Logos,
And They Often Have Strong Feelings About Products.
What They Generally Don't Understand, However, Are The
Issues That Underlie How Advertising Works.

26. Advocates Argue That Children:Advocates Argue That Children:
Marketers Argue Children:Marketers Argue Children:
PERSPECTIVES ON ADS FOR CHILDREN

28. All This Are Forms Of Unethical or Untruthful Advertising And
This Is Mainly Because Law Is Not Strict, Advertiser Just Want
To Promote Their Products And Push-up The Sale And Lastly
Because Consumer’s Are Unorganised & Adopt A Casual
Approach Towards Such Advertising..
Law Should Be Strict Against Such Unethical Advertisement..
Its Advertiser Moral & Social Responsibilty To Represent
Your Ads With High Ethical Standards..
Consumer’s Should Be Organised And Should Adopt A
Careful & Concerned Steps Towards Such Advertising…